Consumers Value Privacy But Are Still Shopping Online, Study Finds

A stunning 78% of consumers value their privacy over customized marketing, according to a study by enterprise customer data platform Treasure Data. 

Yet, 66% are buying online more than they did prior to the COVID-19 pandemic, and 73% prefer email for marketing communications. Moreover, 82% use their primary personal email address when creating accounts with retailers, the study notes. 

Second among channel choices is text (45%), followed by social media (33%) and push notifications (24%).